Content marketing is the soil in which inbound marketing grows. It is a beacon for the search engines and the source of valuable, lead-generating content. And developing content is expensive. We can only justify creating more content if we can increase the revenue generated for each content visitor. Enter Conversion Rate Optimization, or CRO. Conversion optimization is a discipline designed to deliver more leads, subscribers and customers from the traffic your content is earning. This workshop will show content marketers how to maximize the revenue that flows from their content efforts through inbound leads and sales.

After this session, you’ll be able to:

• Setup a digital marketing laboratory
• Get started with behavioral science basics
• Define the chemistry of a lead-generating content page
• Use analytics to value content
• Implement heatmaps and user testing to evaluate web pages
• Start AB testing
• Receive a professional critique of your content pages

Each attendee should come with content creative or a blog they wish to improve and a laptop. Our day together is designed to answer the burning questions that marketers and management have.

• The magical equationyou’ve been optimizing for, but didn’t know it.
• The metricscontent marketers should pay attention to.
• Calculate the value of a reader, prospect and customer.
• Build high-convertingcontent pages.
• How to get bigger content budgetsfrom higher conversion rates.
• The rules of behavioral science— that you already know.
• The toolsyou should always have at your fingertips.
• How to use heatmapsto improve page layouts.
• Using analytics to grade your contentand traffic.
• Why Bounce Rateis a poor indicator of content effectiveness.
• The sources of datayou can tap for amazing insights.
• Keeping designers and copywritershonest.
• How to outgrow competitorswith more resources.
• Dealing with executive interference.
• How to evaluate for crazy ideasthat “just might work.”
• Transcend your IT department.
• How to decide what to change, what to leave the same, and what to test.
• Writing great survey questions.
• How to run a focus groupfrom your desk.
• Managing content for a website redesign.
• How to develop adsthat deliver qualified readers.

Who should attend?

This workshop will be very effective for any business that is selling online or generating leads for the business online.

• Digital marketers
• Business owners
• CMOs
• Designers
• UX professionals
• Copywriters